Adobe Systems has unveiled new components of Project Primetime, which it claims is the industry's first fully-integrated video technology platform that publishes and monetizes broadcast TV content across Web-connected devices. Adobe MediaWeaver, Adobe's new ad insertion service, allows publishers to replace broadcast TV ads in video-on-demand (VoD) with digital ones, and target them to the viewer. The system (available as a beta) enables dynamic ad executions for video content in browsers and apps on any Web-connected device, creating a buffer-free ad and content experience.

Adobe also introduced Primetime Media Player, which will allow content owners and distributors to stream over platforms such as game consoles, OTT devices and connected TVs. Primetime Media Player for desktop browsers leverages Flash Player, and adds broadcast-specific capabilities such as closed captioning, seamless ad insertion, and advanced analytics. The Primetime Media Player for mobile works within apps today, and will support native browser environments in the future.

Adobe is promising full integration with its advertising and data solutions. The integration of MediaWeaver, SiteCatalyst, Adobe AudienceManager, and Adobe Auditude enables TV content owners and distributors to "optimize their video and ad content, and quickly turn insights into greater revenue." Viewers should benefit from video content and ads that are more relevant to them.

So, Adobe promises, it can now deliver a TV experience to the consumer, with targeted ads, and using advanced campaign, revenue and audience data.